Nike and Fear of God Partner for NBA-Ready Apparel

Nike has officially revealed its collaboration with Fear of God founder Jerry Lorenzo for a range of NBA ready street apparel and footwear. The Nike Air Fear of God Collection aims to awaken a spirit Lorenzo deems dormant, to remind us of the power sport once had in defining style.

“Growing up in the ’80s and finishing high school in the ’90s, contrary to what’s happening now, it was our superstar athletes and our pro athletes that were informing the way that we wore our street clothes,” says Jerry Lorenzo.

“These athletes, like Agassi and Jordan, were at the top of their game and what they wore didn’t compromise on design or beauty.”

The NBA-ready collection offers a variety of clothing including hoodies, sweatshirts, tees and shorts. The highlight is the basketball shoe, the Nike Air Fear of God 1 which incorporates a double-height Zoom Air heel unit. You may have already seen the shoe appearing on the feet of certain NBA stars. The rollout is tactical, all part of Lorenzo’s desire to focus on the emotional element of the sport.

“This is for all the kids coming up in small cities with big-city dreams. It’s about what he feels he should have, not what he thinks he should have based on what society’s telling him.”